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Another major streaming service is upping prices if you want to watch without ads: 'Definitely cancelling!'
Warner Bros. Discovery has angered customers by raising the price of its ad-free Max subscription for the second time.
The $1 price rise to $16.99 a month for the ad-free tier will be effective immediately for new subscribers.
The 'ultimate' ad-free option, which offers 4k streaming and the ability to run four accounts at the same time, will also be raised by a $1 to $20.99.
The streamer is also raising its annual ad-free plan by $20 to $169.99 a year, with the ultimate version increasing to $209.99 a year.
The ad-supported price is unchanged at $9.99 per month or $99.99 per year.
The timing coincides with a big push for the release of the new season of critically acclaimed show House of Dragon.
Warner Bros Discovery has raised the price of its ad-free Max subscription for the second time
Current monthly subscribers will be alerted to the price changes 30 days before their plan renews.
These subscribers will have to pay the new prices, move to a different plan or cancel their subscriptions.
The first price changes will be implemented after the July billing cycle.
Annual subscriptions won't change until the renewal date, the streamer confirmed.
Some customers said they would 'definitely cancel' their subscriptions in protest at the sudden price rise.
'I'll pay for a month later this year after The House of the Dragon and The Penguin are out,' one subscriber wrote on Reddit following the announcement on Tuesday.
They added: 'I think staggering subscriptions with different platforms is the way to do it these days.'
'I had dropped it after the last price hike but got it last month to catch up on Curb and since House of the Dragon was starting,' another complained.
'I'll just go ahead and cancel now and binge this show later this year' the user explained.
Plans that include adverts are not set to change in price.
The plan is likely an attempt to draw in more subscribers to plans that show commercials, which is more lucrative per user on average for Warner Bros Discovery.
The price hike coincides with a big push for the release of the new season of critically acclaimed show House of Dragon
This is the second hike in ad-free subscription prices Warner Bros has made to Max, formerly known as HBO Max.
In January 2023 the company hiked the price of monthly ad-free subscriptions from $14.99 to $15.99.
As more and more streaming services have flooded the market, companies have had to hike their prices and alter their business models in an attempt to improve profitability.
When it comes to television, eight of the nine major services have hiked their prices in the last year, DailyMail.com analysis revealed.
Apple TV+, for example, increased the price of its ad-free tier by a huge 43 percent - from $6.99 to $9.99.
The vast majority of streaming platforms have increased in price in the last year - some by as much as 43 percent
Spotify announced that the cost of its 'Individual' ad-free premium subscription plan in the US will go up by $1 a month to $11.99
Disney+, meanwhile, hiked the price of its offering by 27 percent - to $13.99 from $10.99.
Last October, Netflix axed its 'basic' $9.99 per month ad-free plan for new members - and upped it to $11.99 for existing members.
It means its cheapest plan without commercials for new joiners is the 'standard' one at $15.49 a month.
Other subscription services have raised prices in recent months.
On Monday, Spotify announced that it was hiking its prices for the second time in a year.
The music streaming giant announced that the cost of its 'Individual' ad-free premium subscription plans in the US will go up by $1 a month to $11.99.